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Green Purchase Intention: Understanding the Role of Environmental Beliefs, Health Consciousness and Perceived Behavioural Control

Author

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  • Datta Sriramaneni, Suman

  • Varaha Devi Prasad Kotni, Venkata

  • Naga Phani Veerabhadra Babu, Garikiparthi

  • Sriramneni, Chudamani

Abstract

Consumer awareness of environmental issues has steadily increased, with environmental values significantly shaping purchase intentions. Essential to environmental sustainability are ecological packaging and ecological products. This study examines the impact of green product knowledge and green packaging on environmental beliefs, health consciousness, perceived behavioural control and consumer purchase intention, focusing on Visakhapatnam (India). A quantitative survey was conducted using purposive sampling, targeting individuals who are familiar with green products. Data from 306 respondents were analysed using the Statistical Package for the Social Sciences (SPSS) and AMOS. Structural equation modelling (SEM) was used to validate the conceptual framework. The results indicate that green product knowledge, environmental beliefs, health consciousness, and perceived behavioural control have an impact on green purchase intention, whereas green packaging does not. These findings emphasise the importance of psychological and informative factors for shaping environmentally friendly consumer behaviour. This study contributes to the existing literature on sustainable consumer behaviour, especially related to green fast-moving consumer goods (FMCG). It provides practical insight to marketers, decision-makers, and environmentalists who aim to promote environmentally friendly FMCG products. Additionally, focusing on significant psychological and behavioural factors allows for designing strategies that help the environment and improve public health.

Suggested Citation

  • Datta Sriramaneni, Suman & Varaha Devi Prasad Kotni, Venkata & Naga Phani Veerabhadra Babu, Garikiparthi & Sriramneni, Chudamani, 2025. "Green Purchase Intention: Understanding the Role of Environmental Beliefs, Health Consciousness and Perceived Behavioural Control," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 34(2), pages 1-23.
    • Handle: RePEc:sdo:regaec:v:34:y:2025:i:2_6
    DOI: 10.15304/rge.34.2.10587
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    References listed on IDEAS

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    1. G.D. Samarasinghe & D.S.R. Samarasinghe, 2013. "Green decisions: consumers' environmental beliefs and green purchasing behaviour in Sri Lankan context," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 7(2), pages 172-184.
    2. Youyou Li & Ningning An, 2025. "The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products," World, MDPI, vol. 6(1), pages 1-16, February.
    3. Hong Wang & Baolong Ma & Rubing Bai, 2019. "How Does Green Product Knowledge Effectively Promote Green Purchase Intention?," Sustainability, MDPI, vol. 11(4), pages 1-13, February.
    4. Raza, Syed Ali & Shah, Nida & Nisar, Wasay, 2019. "Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents," MPRA Paper 93570, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

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    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • O44 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - Environment and Growth

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